Online Marketing Strategies for Tourism presentation for HAN congress. November 24th, 2011 - Presented by Robert Bernatzeder

1. Online Marketing Strategies for
Tourism
How to succeed online
Presented by: Robert Bernatzeder
CEO & Co-Founder

2. Trends in Online Tourism

3. Tourism has moved online
• 96% of travellers start their research on the internet
• In 2011 over 50% of all travel is researched and booked online
96%
Travellers Online
Travellers Offline
4%

4. Why are Travellers using the Web?
• Ease
• Choice
• Compare
• Customize
Design Your Dream
Custom Holiday

5. Travellers Research Online
70%
Visit 22 sites on average before deciding*
60%
50%
40%
30%
20% Business travellers
10% Leisure travellers
0%
* Google, 2010

6. Online Volume Trends

7. Search Volume on Google

8. The Today Show - NBC
The Today Show did an Expose on
Namibia on the 7th of November 2011
The Today Show has
5.3 million viewers

9. The Result on Google in the USA!

10. Online Revenue
• 120,500 Bed nights sold monthly in Namibia Jan – June 2011
• Average price per night N$ 500
• 120,500 x 500 = N$ 6.25mil
• N$ 3.125mil revenue is booked online each month!
How can you access this market?

11. Accessing this Market –Your Website

12. Direct Leads
Online Travel
Client Reviews Agents
Your
Website
“Shop Front”
Increase Brand
Stay Informed Awareness
Viral Marketing

13. Your Website
WHY YOUR WEBSITE? THINGS TO REMEMBER
• Control • Content is King
• Selling takes place • Digital media sells
• All the information • Tracking visitors
• Open 24 hrs a day • Dynamic website
• Things are measurable • CMS
Your Website is Your Shop Front!

14. Content is King
• Content is important to visitors
• Content is what Search Engine require to find you.
• Don’t forget Content structure
• Content needs to be original!!!!
• Content must be focused

15. Digital Media Sells -Virtual Tour

16. Measurable -Tracking Visitors

17. Dynamic Website

18. Content Management System (CMS)

19. Getting Exposure

20. Search Engine Optimisation (SEO)
Google AdWords
“Pay Per Click” (PPC)
Search Engine Optimisation
(SEO)
Organically Ranked Results

21. Aspects of SEO
TALK ABOUT YOURSELF GET OTHERS TO TALK
ABOUT YOU
• Brand your website • Link building
• Original Content • Article Submission
• Correct Structure • Active on Forums
• Error free website • Active on Social Media

22. Google AdWords - PPC
Adwords Equation: Price x Content = Ranking

23. SEO vs AdWords
SEO ADWORDS
• Length of exposure reliant on
• Sustainable rankings
budget
• Trusted more by visitors - Better
• Conversion optimization key
conversion
• Long-term strategy • Great for short term exposure –
more targeted keywords
• Higher ROI • Lower ROI
• Takes time to get results • Instant results

24. Google Places

25. Google Places

26. Managing Your Reputation:
The Good

27. Managing Your Reputation:
The Bad

28. Social Media: Facebook
Benefits
• Great place to do market research
• Improve brand awareness
• Stay in touch with your clients
Steps
1. Develop a strategy
2. Communicate with your Fans and SHARE content
3. Create a community around your brand
4. Allow other travellers to share their content
5. Look at Facebook Ads to help with marketing your brand

29. Social Media: Twitter
Benefits
• Direct contact between you and your clients
• Keep your client updated on current situations
• Keep yourself updated on current news and events
• Get your news out to the world.
Steps
1. Develop a strategy
2. Follow your clients, your competition & industry
3. Tweet and re-tweet interesting topics

31. Viral Marketing

32. Online Travel Agents

33. T: +27 (0)21 715 0778
M: +27 (0)72 488 9411
E: robert@biggestleaf.com
www.facebook.com/Biggestleaf
www.twitter.com/#!/bernatzeder